10 Actionable Web Metrics You Can Use – Part 2

Show your analytics results with gauges

In Part 1 of this post, I discussed 5 percentage-based metrics that can provide actionable insight. In Part 2, I will go over 5 index-based metrics that can also provide insight to problems that may need to be addressed in order to maximize the value of your website.

1. Campaign Quality Index (CQI)

This index measures how well targeted your campaigns are at driving qualified traffic to your site. Suppose 40% of your traffic comes from a particular campaign, but the traffic only provides 20% of your overall conversions. The CQI for this campaign would be the percent of conversions from the campaign (20%), divided by the percent of visits from the campaign (40%). A value of one means that a visitor from this campaign is as likely to convert (purchase, sign up, request information, etc…) as from any other campaign. A value less than 1.0 means they are less likely to convert, while a value greater than one means they are more likely to convert. If the value is less than 1.0, then you need look at the reasons. You can break this down to individual search engines, or even keyword groups for each search engine, and for each individual banner campaign or other paid campaign you use, including referral partners. Perhaps the targeting is not sufficiently narrow, or the message is not being carried through the site (high bounce rate). You will want to work with your SEM team and landing page design team to make the needed changes. When you make improvements, you can track their effectiveness by watching the index change. Ideally, your analytics dashboard should be created so that you can see the changes over periods of time.

2. New Customer Index (NCI)

This index is focused on transactions (not revenue) from new customers. It is defined as the percent of transactions from new visitors divided by the site percentage of new visitors. For example, if 40% of your transactions are from new visitors, and 60% of your traffic is from new visitors, your New Customer Index is 0.67. A value of 1.0 means that a purchase is equally likely to come from a new or returning customer. A value less than one (as in this example), means that a new visitor is less likely to become a customer. A value greater than one means that a new visitor is more likely to become a customer than a returning visitor. Your goal is to strive for a value of one or better. If the value is less than one, you will need to look at factors that contribute to a low value. To do this properly, you would want to create a New Customer Index for each type of campaign you run, and compare that to those who come to your site from direct entry. A low performing index for paid search or banner campaigns can mean that you are not targeting the correct market, or that your search terms are not correlated to those looking to purchase your product or service. If the campaign is a banner campaign, either the message is not on target, or the media partner you are using is not attracting the correct demographic.

3. Return Visitor Index (RVI)

This index is simply defined as the percent of return visitors divided by the percent of new visitors. A value of 1.0 means that your site has an equal distribution of new vs. return visitors. A value greater than 1.0 means that your site is more likely to attract return visitors, while a value less than 1.0 means your site is more likely to attract new visitors. Depending on your type of site and your effort on attracting new visitors or keeping existing visitors, you can see how effective your efforts are and can then focus on how to improve this index. If your goal is to encourage repeat visits, then you need to be concerned with how fresh or relevant your content is, or how effective any email campaigns are in getting registered visitors to come back to your site. Any anomalies need to be investigated. As an example, I once saw a huge jump in new traffic in a client’s site that was the result of an email campaign, according to the analytics report. However, the email campaigns were only to registered visitors, so in order to have received the email, you would have first had to have visited the site. Thus, the email campaign visits should show up as return visitors. What happened is that the email contained an offer for a free exercise DVD, and the link URL was hijacked and placed on a few deal sites. When visitors clicked on the link, they were attributed to the email campaign, as the link contained the email campaign code! By looking at the RVI, I was able to see that there was an issue that needed to be addressed.

4. Branded Search Index (BSI)

Organic search can consist of generic terms that relate to content on your site plus searches that include your company name or your brand name.  Each can be of interest to your search manager. If more visitors come to your site from generic keywords or terms, it means that your site is well optimized for content. If more of your search visits come from branded terms, it means that more people are finding your site by your brand name instead of from non-branded terms.  You can track this by creating a BSI metric. This is defined as the percent of visits to your site from branded terms divided by visits from non-branded terms. Values greater than 1.0 mean that you are getting more of your traffic from branded terms, while a value less than 1.0 indicate that generic terms are winning the organic search battle. Depending on your search strategy and goals, you can use this information to help adjust your optimization or brand promotional efforts.

5. Site Search Impact (SSI)

Site search is very important for many types of sites. Visitors who come to your site may use site search to help them quickly find what they are looking for. If they find what they want, they may be more likely to continue to reach a goal, such as a purchase or lead submission. If they don’t find what they are looking for, they may just leave the site. The SSI index can tell you the impact your site search has on your revenue. To calculate it, take the per visit revenue from those who use site search, and divide it by the per visit revenue of those who do not use site search. “Per visit” revenue is defined as the total revenue or lead value for the month, divided by the number of visits. If your SSI index is greater than 1.0, this means that your site search is making you money, compared to those who do not use search. If the index is less than 1.0, it means that your site search is costing you money, meaning those who use site search are less likely to either make a purchase or become a lead. This can be the result of not getting desired results from the search, or result pages that don’t satisfy your visitors’ needs. To solve this problem, you would then need to dive deeper into your site search report to identify and correct the issues.


Hopefully this two-part post on 10 actionable web metrics you can use has given you some insight into how to make your web analytics program more actionable. While some of these metrics are fairly easy to construct, others may require filtering, segmentation, calculated metrics and integration with offline data. Depending on your analytics tool, you may want to use a presentation package like Xcelcius to create and display your gauges and create a dashboard that can be shared with your site’s key stakeholders.

One thought on “10 Actionable Web Metrics You Can Use – Part 2

  1. Pingback: Understanding Offline/Online Marketing and Offline/Online Purchasing | TRA360

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